Armando hires Betty not because of her talent, but because he believes no one so ugly could possibly be a threat to his position. He uses her to do his work while he schemes against his own boss. He mocks her behind her back. He makes a bet with his best friend, Mario, that he can seduce her (the infamous "bet" plot that the US version softened significantly).

Yo soy Betty, la fea " (1999) is widely considered the most successful telenovela

The show’s moral centers on "seeing with the soul," forcing the audience and characters to value Betty’s integrity and talent over her appearance.